Is your landing page ready to launch?

Can a stranger tell what it is?

• C1Category. From the first viewport alone, can a stranger say what kind of thing this is (a tool, a service, a course, a template)?

  The question

  From the first viewport alone, can a stranger say what kind of thing this is (a tool, a service, a course, a template)?

  Examples →
• C2Outcome. Does the first viewport say what changes for the buyer, in a result they would recognise, rather than what the product does?

  The question

  Does the first viewport say what changes for the buyer, in a result they would recognise, rather than what the product does?

  Examples →
• C3Plain words. Is the headline free of invented nouns, category jargon and adjectives doing the work of facts? ("Seamless", "powerful", "AI-driven", "next-gen" fail this on sight.)

  The question

  Is the headline free of invented nouns, category jargon and adjectives doing the work of facts? ("Seamless", "powerful", "AI-driven", "next-gen" fail this on sight.)

  Examples →
• C4One thing. Does the first viewport promise one thing, not three?

  The question

  Does the first viewport promise one thing, not three?

  Examples →
• C5Next step. Is it obvious what to click, and what happens when you do?

  The question

  Is it obvious what to click, and what happens when you do?

  Examples →

Is it plainly for them?

• A1Named. Is the audience named or unmistakable from the copy ("for Shopify stores under $1M", "for solo devs shipping on the side")?

  The question

  Is the audience named or unmistakable from the copy ("for Shopify stores under $1M", "for solo devs shipping on the side")?

  Examples →
• A2Their words. Does the copy use the words that audience uses about their problem, not the words the founder uses about the solution?

  The question

  Does the copy use the words that audience uses about their problem, not the words the founder uses about the solution?

  Examples →
• A3Pain before product. Is the problem stated before the product is?

  The question

  Is the problem stated before the product is?

  Examples →
• A4The payer. Is the person addressed the one who would pay, or is it the user of a thing someone else buys?

  The question

  Is the person addressed the one who would pay, or is it the user of a thing someone else buys?

  Examples →

Can they see the price, and why now?

• O1Findable. Can you find what it costs, or that it is free, within one scroll or one click from the page?

  The question

  Can you find what it costs, or that it is free, within one scroll or one click from the page?

  Examples →
• O2Legible. Is it obvious which tier a given buyer should pick, and what changes between tiers?

  The question

  Is it obvious which tier a given buyer should pick, and what changes between tiers?

  Examples →
• O3Matched. Does the price make sense against the outcome promised and against what this audience is used to paying? (If you cannot judge this from the page, say so — do not guess a market.)

  The question

  Does the price make sense against the outcome promised and against what this audience is used to paying? (If you cannot judge this from the page, say so — do not guess a market.)

  Examples →
• O4Reason to act. Is there an honest reason to buy now rather than bookmark: a launch price, a limit, a cost of waiting stated in the copy?

  The question

  Is there an honest reason to buy now rather than bookmark: a launch price, a limit, a cost of waiting stated in the copy?

  Examples →
• O5Risk. Is the risk of trying addressed — trial, refund, "no card"?

  The question

  Is the risk of trying addressed — trial, refund, "no card"?

  Examples →

Would they believe it?

• P1Exists. Is there any evidence a stranger would accept: numbers, named users, a demo, a screenshot of the real thing, a public changelog?

  The question

  Is there any evidence a stranger would accept: numbers, named users, a demo, a screenshot of the real thing, a public changelog?

  Examples →
• P2Specific. Is the proof specific (names, numbers, dates) rather than decorative (logos of tools used, star ratings without a source, "loved by makers")?

  The question

  Is the proof specific (names, numbers, dates) rather than decorative (logos of tools used, star ratings without a source, "loved by makers")?

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• P3The product is visible. Can you see the actual product, not an illustration of it? If what is sold has no interface to show — a consultancy, an agency, a service — mark this as not applying rather than guessing. For those, evidence of the work itself (a case study, a named client, a sample deliverable) is judged under P1 and P2.

  The question

  Can you see the actual product, not an illustration of it? If what is sold has no interface to show — a consultancy, an agency, a service — mark this as not applying rather than guessing. For those, evidence of the work itself (a case study, a named client, a sample deliverable) is judged under P1 and P2.

  Examples →
• P4Honest for the stage. Is the proof proportionate — a pre-launch page claiming "trusted by thousands" fails harder than one that says "built by me, used by twelve people, here they are"?

  The question

  Is the proof proportionate — a pre-launch page claiming "trusted by thousands" fails harder than one that says "built by me, used by twelve people, here they are"?

  Examples →